Marketing quốc tế 19 personal communications

Marketing Management, 14e Kotler/KellerChapter 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling 1 The catalog you receive from a

Marketing Management, 14e (Kotler/Keller)

Chapter 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

1) The catalog you receive from a large apparel store, displaying their new summer collection, is

3) Market demassification has resulted in

A) niche market creation

B) product standardization

C) mass production practices

D) intrinsic marketing channels

E) just-in time production

Answer: A

Page Ref: 536

4) Which of the following is an example of a company that serves a niche market?

A) a large apparel manufacturing company that produces a wide range of products for different segments

B) a software company that creates standardized supply chain applications for manufacturersC) a manufacturer who creates tools such as bolts, latches, door handles etc for left-handed individuals

D) a large multi-national manufacturer of consumer products, FMCG products, and consumer electronics

E) a company that manufactures denim pants for men and women of all ages

6) Which of the following is a major advantage of using direct mails?

A) Direct mails permit target market selectivity

B) It is the best suited tool for selling complex products

C) Campaign testing is not needed for direct mails

D) Direct mails have very high conversion rates

E) It is the best method to sell industrial products

Answer: A

Page Ref: 538

Objective: 1

Difficulty: Easy

7) Which of the following is a factor considered when a customer is evaluated based on RFM formula?

A) the amount of time passed after the customer's last visit

B) the product categories purchased by the customer

C) the mode of payment used by the customer

D) the location from which the customer has bought goods

E) the type of feedback provided by the customer

Answer: A

Page Ref: 538

Objective: 1

Difficulty: Easy

8) Which of the following is an element of an offer strategy?

A) the medium used for delivery

B) the number of customers in the locality

C) the vision of the company

D) the skills required for production

E) the details of customer order received

10) In outbound telemarketing, the call center employees

A) sell high-involvement products

11) The management of Raleigh Bicycles observes that the company's selling costs are affected

by the increased number of visits that the salespeople make to meet dealers The company decides to reduce its personal selling costs by making sales calls to dealers via the telephone This marketing strategy used by Raleigh is an example of

B) inability to build brand awareness

C) low chances of customers avoiding messages

D) inability to control marketing communication

E) inability to maintain information security

Answer: A

Page Ref: 540

Objective: 1

Difficulty: Easy

13) The Internet provides marketers and consumers with opportunities for much greater

interaction and than other marketing channels

14) Which of the following is an example of contextual ad placement?

A) advertisements that appear when a consumer types in the term "baby" in Google

B) dynamic advertisements of an automobile company appear in a newspaper's Web siteC) descriptive listings of products and services in an online shopping Web site

D) "buy now" tags that appear near the product description in a company's Web site

E) advertisement of a new movie that appears at the background of a news Web page

16) Which of the following is a disadvantage of using Web for interactive marketing?

A) Consumers can effectively screen out most messages

B) An average customer spends very little time on Internet

C) Internet selling and advertising is costlier than other advertising media

D) It is unable to create long-term marketing assets

E) Online marketing limits the possibilities of personalization

18) Individual Web pages or clusters of pages that function as supplements to a primary Web site are called .

21) You are searching for the details of a refrigerator in Google When you perform the search,

advertisements by home appliance manufacturers appear above the organic search results

displayed by Google These advertisements link you to the online appliance store of the

companies Which of the following terms refer to these advertisements?

22) You are visiting FIFA's Web site to know the schedule of the football World cup On the top

of the Web page showing the schedule, a small picture displays the official mascot and the text

"Buy tickets for the World Cup now" This static exhibit provides the link to the official ticket booking Web site Identify the type of advertisement used here

24) A banner ad is a(n)

A) large ad shown on the screen for complementary products

B) advertisement that appears before displaying a Web page

C) advertisement that comes up when viewing a Web site

D) small, rectangular box containing text and perhaps a picture

E) advertisement that is put up on hoardings

A) digital representations of animated pictures

B) dynamic advertisements that change color and fonts while being displayed

C) advertisements that pop up between Web pages

D) digital media files created for playback

E) advertisements that alter the contents of the Web page

Answer: D

Page Ref: 543

Objective: 2

Difficulty: Easy

27) You are browsing through an entertainment Web site When you click on one of the links, thescreen turns grey and displays the advertisement of an automobile manufacturer Clicking on the advertisement leads to the automobile manufacturer's Web site This advertisement is an example

28) Which of the following is a disadvantage of using e-mails in marketing?

A) Non-technical products cannot be promoted using e-mails

B) E-mails are not a cost-effective alternative

C) Customers can filter the e-mails and many won't reach them

D) E-mails cannot be used for prospecting

E) Customer feedback cannot be sought when using e-mails

Answer: C

Page Ref: 543

Objective: 2

Difficulty: Easy

29) Which of the following statements is true about mobile apps?

A) They are advertisements that avoid the use of animations

B) They are text messages sent in response to promotions

C) They are software used to control basic functions such as texting

D) They are programs designed to enhance the performance of a cell phone's processor

E) They are software programs that can be loaded on to smart phones

Answer: E

Page Ref: 544

Objective: 2

Difficulty: Easy

30) Which of the following is a valid observation about word of mouth advertisements?

A) It is the one form of advertisement that cannot be controlled by companies because it occurs naturally

B) Social media can be used as a tool to generate positive word of mouth

C) Word-of-mouth strategy will be less effective for smaller organizations

D) Attempts to manage word-of-mouth would lead to negative consequences

E) Organic word of mouth is always positive whereas facilitated word of mouth is negative.Answer: B

marketing discussed in this example?

33) are regularly updated online journals or diaries.

34) Albert Hawkins is a famous writer He has authored more than fifteen books in Spanish He

publishes his thoughts online and updates the pages periodically This online account has generated much public interest in Spain and has many readers Hawkins's online journal is an example of a(n)

36) Which of the following is an example of marketing through social media?

A) a leading brand of sports shoes sponsors the soccer world cup

B) a software company organizes a cancer awareness camp free for all

C) a new department store in your neighborhood that relies on people to spread the word

D) a newspaper article talks about the pollution control processes put in place by a steel

39) is a social network that concentrates majorly on music and entertainment.A) LinkedIn

42) Apple created a lot of publicity before the release of its tablet computer, i-pad The product was discussed in online communities and social networks Many booked the product in advance, ensuring good initial revenues for Apple The company published periodic updates of the productcreating huge expectation in the minds of customers This pre-launch publicity can be viewed as marketing

44) Aldoor, a smart phone manufacturer, understands that word-of-mouth marketing is an important aspect in the success of a product It promotes discussions about the product both online and offline Certain loyalists, who have good knowledge about smart phones, act as key participants in such discussions They help others sort out the problems and provide suggestions

to those who want to buy smart phones These individuals can be called

community and group of engineering professionals

46) Buzz and viral marketing both try to

A) use unethical methods to popularize a brand

B) market products by providing free samples to customers

C) create a splash in the marketplace to showcase a brand

D) induce impulse sales by displaying products close to the pay counters

E) market products to customers without their knowledge

47) According to communication researchers, the society consists of , small groups whose members interact frequently.

51) A salesperson performing over the counter sales in a medical store can be referred to as a(n) .

individuals who have a good understanding of both the medicine profession and the mechanics

of the equipment used Which of the following is the most accurate classification of Gordron's salesforce?

A) technicians

B) demand creators

C) deliverers

D) order takers

54) Robert is hired as a sales representative for a company that manufactures fire extinguishers His job description reads as follows: "The key duty of the sales representative is to unravel the customer's problems using the company's products." Which of the following positions would bestdescribe Robert's profile?

57) Which of the following tasks of the salesforce refers to conducting market research and doing intelligence work?

60) A company uses sales representatives for selling the company's more complex and

customized products to large accounts, while using inside salespeople and Web ordering for end selling Which of the following describes the company's sales force best?

C) Contingent sales force

D) Contractual sales force

63) Part-time paid employees who work exclusively for the company are a part of the salesforce.

64) Fixed compensation receives more emphasis in sales rep jobs with

A) a high ratio of selling to nonselling duties

B) a high requirement for individual initiatives

C) an intensive focus on selling activities

D) very little need for teamwork

65) Identify the first step in the workload approach to establish sales force size

A) grouping customers into size classes according to annual sales volume

B) establishing desirable call frequencies for each customer class

C) determining the total workload for the country in terms of sales calls per year

D) determining the average number of calls a sales representative can make per year

E) calculating the total number of sales reps needed

Answer: A

Page Ref: 556

Objective: 4

Difficulty: Easy

66) Which of the following sales positions is most likely to have fixed compensation?

A) an FMCG salesperson selling to supermarkets

B) a salesperson who handles the industrial customers

67) Today's customers expect a salesperson to have extensive product knowledge, to be efficient and reliable, and to provide ideas to improve the customer's operations These demands are forcing companies to make higher investments in

A) technical support people

70) Jackson, the sales representative of a European manufacturer of commercial heavy duty washing machines, calls on the hotels in California During a sales call, he asks the housekeepingmanager of a hotel "How many bed sheets do you wash in a day, on an average?" This question can be classified as a(n) question.

71) Which of the following is an example of a problem question?

A) What system are you using to invoice your customers?

B) How does this problem affect your people's productivity?

C) What parts of the system create errors?

D) How much would you save if our company could help reduce errors by 80 percent?

E) Which operating system have you installed in your personal computer?

73) Which of the following is the first step in the process of personal selling?

A) prospecting and qualifying

78) Direct mail permits target market selectivity and allows early testing and response measurement.

85) Paid search refers to the practice of charging Internet users a small premium for obtaining individualized search results.

92) Advertising is the only way companies can tap social networks to their benefit.

99) Proxies and cookies can be used by firms to monitor customers when they are blogging, commenting, or posting in social networks.

106) A company that sells one product line to one end-using industry with customers in many locations would use product or market structure for its salesforce.

112) A manager is using feed-forward sales supervision when he communicates what the sales reps should be doing and motivates them to do it.

116) What is direct marketing? What are the various channels that direct marketers use?

Answer: Direct marketing is the use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen Direct marketers can use anumber of channels to reach individual prospects and customers: direct mail, catalog marketing, telemarketing, interactive TV, kiosks, Web sites, and mobile devices They often seek a

measurable response, typically a customer order, through direct-order marketing

Page Ref: 535-536

Objective: 1

Difficulty: Easy

117) Most direct marketers apply the RFM formula to select customers Explain this formula andhow it is used to select customers

Answer: Most direct marketers apply the RFM (recency, frequency, monetary amount) formula

to select customers according to how much time has passed since their last purchase, how many times they have purchased, and how much they have spent since becoming a customer Suppose

a company is offering leather jackets It might make this offer to the most attractive customers, those who made their last purchase between 30 and 60 days ago, who make three to six

purchases a year, and who have spent at least $100 since becoming customers Points are

established for varying RFM levels; the more points, the more attractive the customer

Using the Web also has disadvantages Consumers can effectively screen out most messages Marketers may think their ads are more effective than they are if bogus clicks are generated by software-powered Web sites Advertisers also lose some control over their online messages, which can be hacked or vandalized

Page Ref: 538

Objective: 1

Difficulty: Easy

119) Briefly describe the various forms of online interactive marketing

Answer: Web sites: Companies must design Web sites that embody or express their purpose, history, products, and vision and that are attractive on first viewing and interesting enough to encourage repeat visits

Search ads: A hot growth area in interactive marketing is paid search or pay-per-click ads, which now account for roughly half of all online ad spending In paid search, marketers bid in a

continuous auction on search terms that serve as a proxy for the consumer's product or